It’s often said that marketers are drowning in data, but here at Nielsen, we have an idea for turning that harrowing experience into an insightful deep sea exploration.

For decades, Nielsen has been in the business of empowering brands and agencies with the information they need to understand and build connections with consumers. We do this by measuring the advertising and media content people watch, the goods and services people buy – and very importantly, by spotting connections between the two. Why are these connections important? If you know what ads people are exposed to, and you know what those same people buy, you can get a lot smarter about how well your advertising is working and how to make it work better.

However, despite vast amount of data at their fingertips—and often because of the complexity of the data at hand—our clients’ ability to form these vital connections is oftentimes hindered. In fact, our advertiser clients tell us that despite the ever increasing amounts of data they have access to, they still have problems answering basic questions such as: How much should I spend on advertising? How should I allocate my spending across media platforms and within them? And, how do I measure my advertising performance “in-flight,” and make course corrections to improve results?

To help answer these questions, Nielsen created a simple “end-to-end” framework for measuring advertising and media effectiveness: the 3R’s. The 3R’s try to answer three simple questions: First, is my advertising reaching my intended audience (Reach)? Second, is it breaking through, being remembered and changing consumer opinion about my brand (Resonance)? And third, is it driving a behavioral reaction – e.g. sales (Reaction)?

We’ve been working hard to create the data sets and tools to help brand marketers answer these questions. We’ve gotten much better at answering the fundamental questions about advertising effectiveness, but we still have work to do.

Like never before, we and our clients face a continuous and, sometimes overwhelming stream of data generated by consumers and our digitally enabled measurement tools. Just envision terabytes of structured and unstructured data pouring into our offices – trends, metrics, sentiments and perspectives – that express who consumers are, which programs and ads they’ve seen, how those ads perform by TV program, genre, web site, placement, number of times they’ve seen the ad, exposure to social media, where they’ve shopped, what they’ve bought, etc.

Within this data, there exists a range of opportunities to better understand consumers. But the challenge is clear, and for many, overwhelming – due to the data’s volume, scope and growing complexity, it’s almost too much to decipher.

A new form of technology is needed to dive deep into this sea of data, and come up for air with actionable advertising and media insights that can help brands understand their campaigns’ reach, resonance and reaction, and in turn, improve their advertising campaigns.

That’s why we were so intrigued when we began discussions with IBM about an entirely new and unique category of technology known as cognitive computing.

Cognitive computing systems can understand the nuances of human language, process questions akin to the way people think, and quickly cull through vast amounts of data for relevant, evidence-based answers to their human users’ needs. And very importantly, they learn from each interaction, to improve their performance and value to users over time.

Seems like a custom fit for the data-driven challenges today’s advertisers face.

Building on this excitement, we’re embarking on a new collaboration between the Nielsen Innovation Lab, which we founded in 2012 to advance research in advertising effectiveness, and IBM to harness the power of Watson, the sole player in this exciting new era of cognitive computing.

As part of our own brand’s continuous effort to advance understanding around advertising effectiveness, we’ll be exploring ways to use Watson for helping our agencies and their client brands engage more effectively with consumers across all devices – from TV to tablet to smartphone – while improving the impact of their advertising and media plans.

We believe this collaboration will open up a realm of possibilities for our clients, so they too can uncover value from new and exciting data. It’s time to stop drowning, and start exploring.

00 сhild support” was susceptible of being understood as ordering respondent to make either a lump sum payment in the amount of $30 or periodic payments in $30 increments, and the record did not justify an interpretation of $30 per week child support, the award calculated on the basis of that interpretation was improper. Whatever technology an e-mini scalp trader employs, his or her goal remains essentially the same; he or she wants to snap up a small portion of a market move or a section of market momentum. Independent drivers need less extensive coverage, but that coverage must be both affordable and able to meet their needs to keep them working.

Hey There. I discovered your blog using msn. That is a really well written article.
I will be sure to bookmark it and come back to learn extra of your useful info.
Thanks for the post. I will certainly return.

Simply want to say your article is as amazing. The clearness in your post is
simply great and i can assume you are an expert on this subject.
Well with your permission let me to grab your feed to keep updated with forthcoming post.
Thanks a million and please continue the enjoyable work.

One way to get people to decide to go ahead and make a purchase is to offer a collection of premiums with high stated values.
When planning your home theater system you will need to account for
the audio system and how it will be integrated into the entertainment
room. Everything else has to be kept either in the bedroom or the garage.

Just desire to say your article is as surprising.
The clarity in your submit is just excellent
and i could suppose you’re knowledgeable in this subject.
Well with your permission let me to grasp your
RSS feed to stay up to date with imminent post.

Provide your own argumentation rather other people’s.
Many graduate programs seek for a broad range of individuals with their own opinions
and range of experiences. The well-marked tendency among modern English essayists towards greater logical regularity
and consistency of structure is only one among many other signs of the evolution of the
literary type of English essay writing in response to changing conditions.

Thanks for the marvelous posting! I genuinely enjoyed reading it, you’re a great author.
I will always bookmark your blog and may come back later in life.
I want to encourage one to continue your great writing, have a nice day!

Thanks for any other fantastic post. The place else may
anyone get that kind of information in such an ideal approach of writing?
I have a presentation next week, and I am at the search for such information.

It’s there and has to be dealt with, because there are few things worse than a pair of leaky waders.
Trout fishing is often done in scenic country with few other anglers
providing a relaxing environment. The articles and segments written on its pages
are written by fishing aficionados and specialists
themselves.

Remember that your ex-girlfriend has moved on and no amount of
sulking will make her come back so get up and get your life back.
Help is available that may make it possible to get back
on the right financial path. People love to relocate to
this place, as there are ample of opportunities for a person in Virginia.

Duck in and out of cover until it’s clear, then move up to a display case.
When you have decided the location and fully done you
work on the distance and point out the exact place of the location for long distance you need to call the long distance
movers company. show stocks where the average day range(100)
is above 5%and Price is between $10 and $100and Average volume(30) is greater than 4000000and exchange is not amexadd column Average Volume(30)add column Average Day Range (30).

Hi are using WordPress for your blog platform? I’m new to the blog world but I’m trying to get started and set up my
own. Do you need any coding knowledge to make your own blog?
Any help would be greatly appreciated!

Horsetail-stimulates growth, helps reduce dandruff. • Add one tablespoon of lemon juice to half a tumbler of
water, and rinse your hair with this solution after cleansing your scalp.
Many people take biotin supplements after weight loss surgery, hoping that will prevent hair
loss, but the Linus Pauling Institute website states
there is no evidence at all that taking extra biotin will prevent hair loss or make hair grow
back faster.

im happy to see positive comment but im stay conscient is ipossibel to creat productes generate total satisfaction but have the consten atention to fnd the most simpel way to creat the satisfaction at all Producer and Creator want be parts of this greater moov and il want prevent all to when you be confronted in somme on be in the way of your succese navers act in desesperated moment for my parts the live guive me the instrument and the way can be good for me in somme situation is dasessperatly longer but is lif and dont like use bad or extrem solution merci boucoup pour votre soutien et all pertinent comment im invite you to stay implicat and proactif sincèrement votre tout devouer s.Tremblay

Posted by: serge tremblay

March 17, 20141:53 am

What’s up to all, the contents existing at this web site are
in fact awesome for people knowledge, well, keep up the nice work
fellows.

Thank you for sharing superb informations. Your site is so cool. I am impressed by the details that you have on this web site. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for extra articles. You, my friend, ROCK! I found simply the info I already searched everywhere and just could not come across. What a perfect site.

I simply could not go away your web site prior to suggesting that I extremely enjoyed the usual info a person supply for your visitors? Is going to be again regularly to investigate cross-check new posts

Definitely believe that which you said. Your favorite justification appeared to be on the web the simplest thing to be aware of. I say to you, I certainly get annoyed while people consider worries that they just do not know about. You managed to hit the nail upon the top and defined out the whole thing without having side-effects , people could take a signal. Will probably be back to get more. Thanks

Good ¡V I should definitely pronounce, impressed with your website. I had no trouble navigating through all tabs and related info ended up being truly simple to do to access. I recently found what I hoped for before you know it in the least. Reasonably unusual. Is likely to appreciate it for those who add forums or anything, website theme . a tones way for your client to communicate. Nice task..

Building a Smarter Planet is a blog intended to provide readers with thought-provoking content and a place to talk about the issues raised within the content. It is our hope that you will feel compelled to share some of the things you see, read and hear on this blog with your friends, family and peers. We feel strongly that this blog is not going to deliver final answers to the issues raised, but that it will represent a starting point for conversation around the issues.